Kaimera’s Post

Ros Allison: “We continue to call on the industry to be more open to big data enabled by digitisation, and new inputs to traditional TV measurement to build a more robust future for CTV and cross screen currencies." For example, Amazon has travelled down the Netflix and YouTube route, making their inventory only available across the Amazon DSP. The obvious challenge in this approach is that it becomes walled garden, lacking integration to engage audiences flowing in and out of the platform, Kevin F. said. Trent McMillan: "The industry's move towards a more unified approach to TV advertising, represented by VOZ and other innovations, is both a cause for optimism and a reminder of the hurdles still to be overcome." IPG Mediabrands, Havas Media Network Australia, Kaimera

4 personal takeaways from this week’s Campaign TV Advertising Summit: 1. Robust cross-platform measurement will move from ‘theory to practice’ in 2024 (Tom George), enabling more efficient allocation of spend across TV platforms & content providers. 2. However neither Origin nor C-Flight will provide a silver bullet for video planning. Advertisers and agencies will still need to pick from a ‘menu’ of metrics when it comes to deciding what's important to them. 3. Transparency – from both agencies and suppliers – is key to simplifying and solving for the evolving TV ecosystem. There is a tendency to over-state the complexity of ‘CTV’, and where there is complexity/opacity, there are cost inefficiencies. 4. Ultimately, TV planning now more than ever requires ‘conscious choices’ (Peter Rowe) around cost, targeting/scale, environment and transparency. A big thank you to Gideon Spanier, Matt Hill, Daniel Mogridge and Rachel Hayes for a cracking debate. #TV #CTV #TVAdvertising #TVAdvertisingSummit

What is shaping the future for TV advertising? Diversification, continued adoption of streaming, a desire for improved data and tech by advertisers that is forcing greater collaboration between broadcasters. Our Managing Partner Justine Butler recently attended The Future of TV Advertising industry event, with over 40+ guest speakers discussing these and other dynamics shaping the future of TV advertising and screen usage in Australia. Read Justine’s summary of the major themes from the day here - https://lnkd.in/g3VZp8Da #tvadvertising #thefutureoftvadvertising #advertisingaustralia

The Perils of Programmatic: A Lighthearted Look at CTV and FAST Channel Advertising. In the realm of Connected TV (CTV) and Free Ad-Supported Television (FAST) channels, programmatic advertising was once seen as the hero poised to rescue content studios from financial struggles. However, as the story unfolds, it's clear that not all tales have a happy ending. Programmatic has now taken on a new moniker - Problematic, casting a shadow over media companies of all sizes. Read more about the challenges of programmatic advertising in CTV and the FAST channels here: [Link to the article] #CTV #FAST #Advertising #Media #ProgrammaticAdvertising

"Having an accurate steer on ad campaign reach that is independently measured, for example by Barb, is essential to the future of TV advertising. Once that’s in place, it becomes even more important for advertisers to understand how many people are in front of the screen and who they are," says Wavemaker's Emma Moorhead in an article out in the The Media Leader today. Read the the full piece exploring a holistic approach to TV measurement here: https://lnkd.in/ehariNqF

It was an interesting day at the future of TV advertising in Sydney. It was good to see honest, robust debate, and genuine passion on the panels and talks throughout the day. It's crystal clear that the path forward hinges on collaboration and innovation in our rapidly evolving industry. The emphasis on achieving greater consistency in video measurement, as underscored by media agency chiefs, reinforces the necessity for unified efforts among major players like Nine, Seven, Paramount, and the Foxtel-led Video Futures Collective. OzTAM has held a firm grip as the primary currency in the Australian TV market for quite some time. However, the recent introduction of Foxtel's alternative currency and the establishment of the Video Futures Collective mark a significant turning point in our industry's approach to measurement. In my opinion, traditional broadcasters merely scratch the surface of the broader video viewing landscape. With the rise of video/streaming platforms like Netflix, YouTube, TikTok, and Meta, it's clear that viewership extends far beyond broadcast television. Looking ahead, I anticipate a fundamental shift towards adopting multiple currencies to accurately capture the diverse and expansive video ecosystem. This move reflects the dynamic nature of our industry and the need to adapt measurement methodologies to encompass the evolving viewing habits of audiences across various platforms. As my closing reflection, reiterated across multiple panels during the event, it's paramount to acknowledge that, for clients, the complexities of TV measurement take a backseat to the primary objective of boosting sales and enhancing their brand visibility. Amidst the ongoing discussions about measurement methodologies, it's crucial not to lose sight of our overarching mission as an industry. We must prioritize our clients and their success, ensuring that every decision and initiative is driven by their needs and objectives. Ultimately, our dedication to client satisfaction should remain the cornerstone of our endeavors, guiding us towards delivering tangible results and fostering lasting partnerships. #advertising #adagency #mediasales #measurement

Very interesting analysis from MediaPost on the 7.4% drop in Q1 national TV ad revenue, highlighting the dynamic shifts within broadcast and cable TV networks. I think this trend underscores the importance of strategic content planning and diversification in today's fragmented media landscape. How should marketers adjust their strategies in response to these evolving consumption patterns? #AdvertisingTrends #MediaPlanning #MarketingStrategy #TVAdvertising https://lnkd.in/eJFZ5tRZ

Since its inception, TV ads have been a catalyst for brands to boost ROI. It's basic psychology: the more exposure, the higher the likelihood of purchase. #TV #Advertising

New research by TVB has revealed a game-changing insight into the world of TV advertising. According to the study, a whopping 60% of consumers are inspired to dive into online product research after catching a captivating TV ad. But hold on tight, because the impact is even greater in the auto industry! 🚗💨 An astounding 72% of consumers are motivated to take their search online after witnessing an automotive ad on TV. This groundbreaking research underscores the vital role that linear TV plays in sparking interest and propelling consumers further down the purchase funnel. So, marketers, take note! Don't underestimate the power of TV advertising in driving online engagement and fueling consumer curiosity. #TVAdvertising #DigitalEngagement #ConsumerBehavior #MarketingInsights #PowerOfTV #IgniteTheSpark #DriveOnlineSuccess 💼📈🔥📺💡🌐💼🚀💥🚗💨🔎💻 https://lnkd.in/grCat7ng

TV Advertising Myth: High-quality media must be expensive. The truth is that the principal determinant of TV's ability to drive ROI is cost. Linear TV isn't like digital channels, where chasing efficient pricing puts you at risk of buying crappy or fraudulent media. Your customers tune in for the Super Bowl, yes. But they also watch dozens of other shows and networks. It's just a matter of finding them. Here's how we (Marketing Architects) recommend you do just that: 1. Don't limit your media plan to only the biggest networks. 2. Find your audience across the media landscape. 3. Use technology to build a diversified media plan. Number 3 is key. Before working with any TV agency, carefully evaluate their people AND tech capabilities. Our teams of people are SUPPORTED by AI-driven tech. Premium buys don't always require premium price tags. (In case you were wondering, yes, we've seen the same principle hold true for CTV) We discuss this controversial media quality debate with Ron Blevins on the podcast this week. Link in the comments to listen and learn more. 👇